1. LOUIS LUYT JNR
CAREER SUMMARY
After completing my secondary schooling at Hoërskool Linden in Johannesburg, I proceeded to
graduate in Bachelor of Arts (Law & Political Science) and Bachelor of Commerce (Law & Business
Administration) from Rand Afrikaans University.
Whilst in my final year of studies at RAU, I was engaged by the then Transvaal Rugby Union to
formalise their copyright and trademark registration and establish the Union brand. I completed this
task during 1993, as well as initiating Trademark User Agreements with selected merchants.
I accepted full time employment at Ellis Park Stadium (Pty) Ltd in January 1994. My main functions,
initially, were to deal with suite lease agreements, sponsorship management, event management and
general venue management and marketing.
As the year progressed Ellis Park Stadium was seconded to assist with the organising of the 1995
Rugby World Cup Tournament. As part of the Ellis Park Stadium Management Team I was tasked to
compile, write, develop and produce the 1995 Rugby World Cup Team Managers Guide. This task
was successfully completed some two months before the Tournament began. Additionally, I assisted in
organising and co-ordinating the RWC Team Managers Conference and logistically preparing the
respective venues for the Tournament, which included security, media, operating procedures and
ceremonial functions.
During this time I also accepted responsibility for the management of stadium operations and all events
staged at Ellis Park Stadium. These events were not limited to rugby union matches, but also included
events such as concerts and major soccer internationals. I also assumed total control of the Rugby
World Cup matches staged at Ellis Park Stadium, including the Rugby World Cup Final.
I was promoted to Marketing/Operations Manager of Ellis Park Stadium in August 1995. Due to the
interlinked nature of Ellis Park Stadium and the Golden Lions Rugby Union (formerly Transvaal
Rugby Union), I also acted in the capacity of Marketing Manager for the Golden Lions Rugby Union.
In February 1996 I was promoted to General Manager of Ellis Park Stadium resulting from my
predecessor taking up a job offer abroad. As General Manager my experience in dealing with sensitive
negotiations, facility management, lease agreements, multi-media advertising, sponsorships, budgetary
management, operational and strategic management, further strengthened and developed.
Due to the developing nature of rugby union throughout the world at that time I was mandated by the
South African Rugby Football Union to source a US dollar based team sponsorship for the South
African National Rugby Team. After initially sourcing a US dollar based apparel sponsorship for the
Union, I proceeded to successfully negotiate and conclude a US dollar based team sponsorship for the
South African Rugby Football Union with Nike International. This agreement resulted in the biggest
single cash team sponsorship of any South African sports team to date and partnered two global brands
in a highly successful commercial relationship.
I furthermore successfully obtained a vehicle supply sponsorship for the South African Rugby Football
Union with Mercedes Benz of South Africa.
My function as General Manager also included the sourcing, negotiating and management of
sponsorships for the Golden Lions Rugby Union. I therefore successfully renewed the GLRU team
sponsorship with Xerox South Africa in 1997. The change in rugby union competition structures
however culminated in Xerox requesting to be relinquished from their obligations. Another sponsor
needed to be sourced and hence I successfully concluded a sponsorship agreement with Mr Price as
team sponsor of the Lions professional rugby team and development program.
At this time I was also tasked to redevelop and launch the Lions Professional Team Brand for the
Golden Lions Rugby Union, in order to reflect the change of the Rugby Union environment from an
amateur to a professional code. This also included incorporating the Professional Team administrative
structures from the amateur Union into the commercial entity of Ellis Park Stadium (Pty) Ltd.
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2. Together with the formalising of the Mr Price sponsorship, I initiated structures providing the sponsor
with dedicated and factual data regarding the exposure received through the sponsorship as well as
being able to measure the value of the sponsorship investment by the sponsor. This emphasised Ellis
Park Stadium’s leadership in the rugby sports environment by being the first entity to provide a sponsor
with such a paramount necessity, also complementing the advertising functions already provided.
Furthermore, I concluded supplier sponsorships for the GLRU with various reputable entities such as:
Energade (Energy Drink Supplier), Vodacom, Vodac, Nokia and GSM (Cellular Technology
Suppliers), Mercedes Benz of South Africa, Hallmark Motors (Pty) Ltd (Vehicle Suppliers),
Canterbury Clothing (Apparel Supplier), Nike International, Nike SA (Footwear), Citizen (Print Media
Partner), Southern Sun (Accommodation Supplier).
Supplemental to the aforementioned relationships, was the implementation of sustained Public
Relations and Communications campaigns, which I initiated and managed in conjunction with the
relevant organisations concerned.
In March 1999 I was appointed to the Board of Directors of Ellis Park Stadium in the capacity of
Director: Marketing. As part of the Ellis Park Stadium Management I am proud to state that during my
tenure with the company, we succeeded in establishing arguably the most profitable and financially
stable Group within the sporting and stadium management environment in South Africa. This led to
the Golden Lions Rugby Union, through Ellis Park Stadium and the Golden Lions Sports Trust, being
the only independent and self-sufficient rugby union in the country and possibly the world.
Departed Ellis Park Stadium at the end of 2000 and proceeded to establish Ballito Manor Boutique
Hotel. Ballito Manor was successfully launched in August 2002 and operated until May 2005, where
after it was decided to redevelop the property. I Project Managed the redevelopment stage and
successfully achieved a sell out of all 80 apartments within 6 months, to a total value of R326 million
(US$54 million) and a cost of R165 million (US$27,5 million).
Planned and Project Managed the establishment of the new Luyt Micro Brewery in Ballito. The project
commenced during May of 2008 and the brewery opened in May of 2009. The brewery had a capacity
of 30 00 litres per month and is state of the art as far as the Micro Brewing environment is concerned.
It was sold to a Cape Town Investeor in 2011
I serve as Managing Director of the Board of LLG International the family holding company. I am also
a director of Simbithi Home Owners Association and was Chairman of the Dolphin Coast residents and
Ratepayers Association.
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